Trust builds partnerships: reflections on the China-Scotland Connectivity and Energy Forum
I was delighted to attend New Horizons, New Engines: China-Scotland Connectivity and Energy Forum in Aberdeen on 14 October, at the invitation of Aberdeen Chinese Association UK. Jointly hosted by the China-Britain Business Council (CBBC) and the China Chamber of Commerce in the UK (CCCUK), the forum brought together government representatives, business leaders and industry experts to explore opportunities for collaboration between Scotland and China.
Discussions ranged from trade and investment to digitalisation, supply chain challenges, smart warehousing, automation, energy and geopolitics.
For me, a thread running through these conversations was the importance of mutual trust, understanding each other’s business strengths and exploring how both countries can benefit from working together.
Building on each other’s strengths
The discussions explored how Scotland and China can draw on their industrial and technology strengths to develop commercial opportunities.
That requires an understanding of what potential partners need, the challenges they face and the expertise each organisation can contribute. Events like this create space for those conversations, bringing people together to exchange ideas and begin building positive relationships.
I particularly valued the opportunity to meet people working across different sectors and hear their perspectives on doing business between the two markets.
Visibility, awareness and reputation
The discussions also touched on visibility, awareness and brand heritage, subjects closely connected to my own work in international communications.
In logistics, visibility helps businesses understand what is happening across their supply chains. When entering a market, businesses also need to make themselves visible to the people they want to reach.
But being seen is only the beginning. Potential customers, partners and investors need to understand who a business is, what it offers and why they should trust it.
A company may have a long history and a strong reputation in its home market, yet remain relatively unfamiliar overseas. Communicating that heritage means explaining why its experience, expertise and track record matter to a new audience.
That is where communications can support international growth: helping businesses establish a clear position, demonstrate their credibility and build familiarity over time.
Scottish roots, Hong Kong and China perspectives, international experience
As a Scot who spent more than 17 years in Hong Kong and a year in Shenzhen, I felt a personal connection to the discussions about building stronger relationships between Scotland and China.
My career has included communications for Scotland’s food and drink industry, alongside PR and marketing in Hong Kong across technology, co-working, hospitality, education and other sectors. I have also supported large-scale trade shows in Shanghai and Guangzhou and a press conference in Beijing to promote a Hong Kong exhibition.
My deepest regional expertise lies in Hong Kong, the gateway to China, alongside my wider experience in global PR and international trade show communications. Working across these markets and industries has reinforced the importance of understanding local expectations, making expertise visible and backing up a company’s promises with action.
Now based back in Scotland, I bring that international perspective to helping organisations build their reputation and communicate across borders.
On a personal note, it was lovely to see familiar brands at the forum, including SF Express, which we used regularly in Hong Kong.
Turning conversations into relationships
I left Aberdeen with new connections and plenty to reflect on.
Strong partnerships grow when businesses recognise and appreciate each other’s strengths and understand what they can achieve together. Mutual trust, transparency and a shared understanding of how each side works help turn that potential into practical, efficient collaboration.
The message I took away was simple: trust builds partnerships.
Thank you to CBBC, CCCUK and everyone who shared their perspectives and conversations on the day.
Looking to build your reputation in a new market? I help organisations communicate their expertise, establish credibility and support international growth. Get in touch to discuss your plans.
